Social Media Cheat Sheet for 2022

Social Media Cheat Sheet for 2022

Picking the right platform, for the right audience & the right objective is probably the main challenge for digital marketers. We have created a Social Media Cheat Sheet to guide the planning process for your 2022 paid media strategy.

Let’s get deeper!


With more than 2.700 million monthly active users, Facebook is a platform for traffic and reach you should consider in your digital marketing strategy. Audience is mainstream & global, between 25 and 54 years old.
Although it's a great platform for all brands, Facebook Ads campaign perform especially good for local stores, B2B companies and non-profit organisations.
If you're looking to boost your performance try using popular hashtags, give customer service and use visual content. 
Photos and videos, link clicks, word-of-mouth awareness and event registrations is the best performing content in Facebook. Other content tips: Thumb-stopping power, short & catchy videos and images, respond to comments.

To build a community, here are two great audience tips for Facebook audience: Post consistent and engaging content and boost posts.

Facebook Partners


Also from the Facebook group, Instagram is for interaction and brand building. Although it is changing and going more mainstream, audience is between 18 and 35 years old so mostly Gen Y & Z. 

Its monthly active users reach more than 1.220 million people. Turning Instagram a great platform for all brands doing m-commerce. Especially for lifestyle and visual products.

To boost your performance try foot traffic, world-of-mouth awareness and engage with the audience. Also to build audience try to show products in-action, create a visual identity and include influencer marketing & User-Generated Content in your strategy.
Photos and short videos, link clicks, word-of-mouth awareness and event registrations is the best performing content on Instagram. Also real photos of real things, hashtags and single focus images. 

Instagram Partners


If you're wondering why advertise on Pinterest, let us give you some reasons why you shouldn't miss the main platform for discovery and inspiration.
With more than 459 million active users per month and a growth of 37%, Pinterest is one of the social platforms to consider before starting to develop your advertising strategy. It is a very niche platform with an audience between 18 and 35 years old. 
There are 5 factors that your brand can combine in ad campaigns to make Pinners -Pinterest users- consider your content: visual appeal, relevance, positivity, originality and actionability.
To boost your performance you should also try keywords on boards, high quality images and enriched product pins. Infographics and inspirational content are the best performing on Pinterest.
It is a platform especially good for restaurants, design, weddings… Although any vertical inspirational content can have great results. Actually, benefits such as big impact, reach new audience and evergreen content are the ones that you'll get if you try Pinterest Ads for your e-commerce.
Pinterest Partners


If Google's strategy is part of your Paid Media strategy means you have search and conversion goals. Google is purely a performance platform.

Considering that there are almost 4.39 billion internet users, the number of Google users worldwide is nearly four billion. That's why its audience is mainstream & global.
A great platform for SEO and local marketing. You should also optimise your feed for Google Shopping. 

To be successful with Google Ads it is essential that your campaigns are faithful to the content offered on your website. Take a look at the format too! There is always an ideal Google ad type for the action you want to develop: text, responsive, image, video, product, catalog or even call-only ads.

If you are willing to run a campaign on Google don’t miss our how to get started with Google Ads article available now on the blog.
Google Partners


TikTok is THE platform for engagement, virality and User-Generated Content.
Monthly active users on TikTok are more than 1.200 million people. Targeting on TikTok will let your brand get closer to Gen Y, although it is changing fast. Gen Z and brands are becoming two powerful target players.

To boost your performance try using personalised effects, starting hashtag challenges and native video and sounds. Best practices on TikTok also suggest to diversify content to stand out with your ads. creating different types of TikTok to get more engagement. 

Use the FOMO (Fear of Missing Out) strategy in your ads and create the need for users to know more about your brand. New trends are born every day. So choosing trending content and hashtags will multiply your brand's reach.
TikTok Partners


Snapchat is for virality and engagement. Its audience is basically Gen Y & Z between 11 and 24 years old. Reaching an amount of monthly active users of more than 498 million people.
Platform great for hot and interactive content. In fact, to boost your performance while advertising on Snapchat offer creative content to stand out your products. Try also to use filters and videos for more engaging content.

Goals for Snapchat should be to get closer to the community and share viral content. That's why the key formula of Snapchat Ads is entertainment + virality.



YouTube is for coverage and high value content, specially if you use effective video creatives. In fact, platform is great if your campaign’s KPI is video views.

Monthly active users on YouTube are more than 2.000 million people. Audience is mainstream and global. It is said that YouTube has cross-target of 18-4 years old. Another interesting fact is daily consumption: over 100 million hours of video and about 500 hours of content is uploaded every minute.

To boost your brand performance keep in mind that the content you publish on YouTube is positioned in Google and gives your brand more presence in the search engine. So, don't forget to relate the product or service of the ad to the content of the video to target much more specific audiences.
YouTube In-Stream Videos is a content that allows the user to link directly to the direct point for shopping the product. 


Let's talk now about a trendy platform. Twitch is #1 for streaming. Also if your marketing goal is coverage, Twitch campaigns should be considered in your paid media strategy.
Monthly active users on Twitch are more than 140 million people. The platform has develop a niche and young audience, although it is changing and going more mainstream.

If you are look to disassociate yourself from the competition, Twitch must be your platform. Try Twitch to show your expertise to the audience. It’s a 100% upper funnel!

Ads on Twitch are non-skippable and that turns into very high display ratios. Other tips are being regular, create online events and pre-streaming ads.
Twitch platform


As you may imagine, Linkedin is for online networking and professional driven as audience are mainly professionals and businesses. Monthly active users on Linkedin are more than 727 million people.
Platform is great for employer brand, link clicks and events registration. Also there's a purpose of partnerships and industry authority of those using Linkedin. 

To boost your performance try prospecting, promotion, sharing content & news. Don't forget keywords! Other content tips are visual content and inmail campaigns.
Audience tips for your ads on Linkedin are: Avoid hyper-targeting and A/B test your audiences for effective targeting.


Last but not least, let's go for Twitter. It is for customer service and real time information platform with mainstream and global audience. Monthly active users on Twitter are more than 353 million people.
Twitter is a very unsaturated platform for advertising and this means that the CTRs achieved in the campaigns are good and are maintained over time. 
To boost your performance try to mix content (conversations and multimedia), retweet, reply and participate.
Platform is great for opinions, conversations and customer service. You can also try to build audience by tweeting more often and using hashtags.
There are multiple Twitter Ad campaign objectives but if you're looking for reputation monitoring, topicality and visibility, Twitter is your platform.

Want to get deeper? Download a full cheat sheet about Social Media and get your ads strategy ready for 2022.

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